Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Sports Direct has teamed up with Getty Images to create a bank of images that reflects the true diversity of football. Aiming to address racial and gender biases in SEO algorithms, the brands are encouraging the media to use their photo banks to better reflect the footballing world.

Commbank is gearing up for the FIFA Women’s World Cup with a campaign that champions everyone involved in the sport – from parents carrying the kit to the Matildas representing their country. The ad highlights an opportunity for brands to support women’s football through grassroots communities.

Disney is launching an initiative, called Level Up, that incentivises advertisers to spend more on women's sports content. With interest in women’s sports on the rise, brands that provide concrete support can inspire and align themselves with a new generation of female athletes.

Beats by Dre has released an ad starring Lionesses striker Alessia Russo as the hero of a gamified world cup. Celebrating a push for gender inclusivity in sports, whilst leaning into the blurring of digital boundaries, this ad presents a fun and engaging way of championing female sporting heroes.